What is Atithi Devo Bhavah?

A pioneer initiative by Ministry of Tourism, Government of India that will help tap into the full potential of tourism in India. Ministry of Tourism, Government of India has introduced Atithi Devo Bhavah Program- A nation wide campaign that aims at sensitising key stakeholders towards tourists, through a process of training and orientation. The endeavour is to boost tourism in India, which in turn would act as a catalyst for India's economic growth. To launch a national level initiative that works at many levels to address all the above issues.

Atithi Devo Bhava aims at creating awareness about the effects of tourism and sensitizing people about preservation of our rich heritage & culture, cleanliness and warm hospitality. It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination.

The entire concept is designed to complement the Campaign.


Why Atithi Devo Bhavah?

Last year we had 3.3 million visitors, but when you consider that Singapore gets 7 million a year. Thailand 9.6 million a year. Malaysia 11.5 million.

There is no reason why we can't aim to increase our numbers by 100%. And that too would be just a beginning. However to do this we need to change our attitude towards those who visit us. Often tourists are Mistreated, Cheated and rudely dealt with.

It's simple logic, if someone in a house is rude to you, as a guest, you don't encourage your friends and relations to go there.

This is perhaps the reason why in spite of an incredible wealth of Tourist spots, Cultural Attractions, Natural Wonders and Destinations for the soul, India still isn't amongst the top 15 tourist destinations Of the world. The time has definitely come to get together to change this.

To change our attitude.

We have lost touch with the hospitality we were famous for. Now it is a time that we make an effort to make it a part of us again.


Inspiration behind Atithi Devo Bhavah ?

Respect has always been an integral part of the Indian soul. From time immemorial we have always respected - Our teachers, our elders, our parents And our guests

Perhaps this is why a great Indian Emperor once observed
'In Hindustan our manner is very respectful and our hearts are always open'

In many ways, at that time India was the ultimate destination for the enlightened travelers. Now, thousands of years later, we can bring that golden age back again.

This inspired us to go back to those years, when Indian hospitality set the standard for the world

And we found the keystone of what we want to do

Or guest is blessed.
Our visitor is God.

That how we arrive at our mission called

'Atithi Devo Bhavah'


The seven point Atithi Devo Bhavah Program

Atithi Devo Bhavah is a 7 point program of hospitality and training

Samvedan Sheelta or Sesitisation-
Here we will sensitise the various sections of the tourism industry about how each of them to contribute for the growth of the tourism industry and how they will benefit from it.

Prashikshan or Training and Induction -
This involves explaining to them the needs and expectation of the tourist, how they should respond and behave in order to satisfy them needs and meet those expectations.

Prerna or Motivation -
This is motivation to participate in this program through various measures e.g. awards for the best worker in the segment. Because when you are enthused you can do wonders.

Pramani Karan or Certification -
Certification to ensure standards shall be done at an appropriate stage in the training program

Pratipushti or Feedback -
Feedback shall be obtained from tourists about the Service they have received and the experience they had, in order to improve the training program on a continuous basis

Samanya Bodh or General Awareness -
The mass media communication campaign will be undertaken to create general awareness among the public about the necessity and the benefits of the Atithi Devo Bhavah programme.

Swamitwa or Ownership-
The Atithi Devo Bhavah programme is a movement we will urge all segments of the Indian society to adopt, and look upon as their own.


The Charter of Atithi Devo Bhavah Training Program

Hygiene & Cleanliness :
Hygiene & Cleanliness shall cover the areas of product for e.g. vehicles like taxies, hotel rooms, restaurants, shops, etc., personal hygiene & cleanliness of the person providing the service and cleanliness of the monuments / places of tourist interest.

Conduct and Behavior:
The person concerned for e.g. the taxi driver / hotel employee shall behave in courteous and polite manner towards tourists.

Integrity and Honesty :
The person providing service to the foreign tourists should display honesty and integrity.

Safety and Security:
The safety and security of the tourists shall be ensured.


Components of the Atithi Devo Bhavah Program

Training

In this we are going to train key stakeholders (of the tourism industry) in terms of changing their attitude and behaviour towards foreign tourists. The programme shall cover 4 areas:

Hygiene - This include personal hygiene of the person and also that of the product / service.

Conduct and behaviour - Politeness and basic courtesies in interacting with the foreign tourists.

Integrity - This implies that the person does not cheat the tourists and charges him a fair price for the service.

Safety and security - Person look after safety and security of the foreign tourists.

Key stakeholders being covered in the training include taxi drivers, baggage handlers at airport, tourist guides, hotel staff, employees of tour operators, immigration and customs officials etc..

Since these segments have diverse backgrounds, education and levels of sophistication, the training is divided into 2 categories:

Level 1 : Covers taxi drives, tourist guides and baggage handlers and porters.

Level 2 : The tour operators, shop owners / staff, hotel staff, immigration and customs officials.

This training program is initiated at the following places - Delhi, Mumbai, Hyderabad, Jaipur, Agra, Aurangabad, and Goa. In the next financial year this programme will be rolled out to other important cities in India.

These people will be given certificates which shall be valid for about 6 months after which they have to come and get themselves re-trained. Till 31st March 2005, we plan to train about 26,000 people. From April 2005 to March 2006 these 26,000 people will be retrained and another substantially large number of people will be trained. Once a threshold level in terms of number of people trained is achieved (likely by October 2005), we shall introduce Atithi Devo Bhavah as a symbol of quality. Foreign tourists will be told to look out for the Atithi Devo Bhavah badge / sticker which will mean that the service is of certain minimum quality.

PR Road Shows

Besides training we are also undertaking PR Road shows with the tourism trade in order to get their active participation and ownership of the Atithi Devo Bhavah programme. Right now the contact programmes are being conducted in 7 cities mentioned earlier. After April 2005 contact programmes will be conducted in other cities in conjugation with the roll out of the training programme.

Mass Media Communication

We shall also be carrying out mass media communication in newspapers, TV, cinema and outdoors to create general awareness about the Atithi Devo Bhavah programme and to communicate to key stakeholders as to how it is in their own interest that foreign tourists be treated well and should go back happily from our country.


Role of the India Tourism Offices

The India Tourism offices of Delhi, Jaipur, Agra, Mumbai, Aurangabad, Goa and Hydrabad have a crucial role to play in the campaign. They act as nodal agencies to facilitate and coordinate the essential part of the program ie. Training. The nodal offices as we term it will have the following roles:

a) Provide their cooperation and support to make the training programs run in an effective manner
b) Registering the stakeholders who are contacting them for the purpose of training and deciphering the information to us, so that
they can be contacted and made a part of the training program
c) Re-registration of the stakeholders who underwent a training program after six months, the stakeholders will approach them for
the purpose of re-training and re-certification


From the Minister

ATITHI DEVO BHAVAH

'Atithi Devo Bhavah' is a Social Awareness Campaign aimed at providing the inbound tourist a sense of being welcomed to the country. The campaign targets the general public as a whole, while focusing mainly on the stakeholders of the tourism industry. The main components of the campaign are training and orientation to taxi drivers, guides, immigration officers, tourist police and other personnel directly interacting with the tourists, while simultaneously creating a brand equity for the trained persons.

"Atithi Devo Bhavah" involves Sensitisation, Screening, Induction, Training & Orientation, Certification and Feedback of key stakeholders of the Tourism industry in India.

As Smt. Renuka Chowdhury, the Minister of State for Tourism (Independent charge) says 'Atithi Devo Bhavah' is a nationwide campaign aimed at sensitising people about India's rich cultural heritage, its preservation, cleanliness, hospitality and bringing out an attitudinal shift among the masses towards tourists. It is a symbolic representation of India's age old hospitality and with this campaign, we are trying to re-install in the stakeholders a sense of pride and responsibility towards tourists, while positioning India as a popular tourist destination worldwide."

The Ministry of Tourism is thus looking at both the macro and micro perspective by promoting destinations on the one hand and bringing about a sea change in the mindset and behaviour of people, on the other.

Exclusive Rajasthan Tour

Duration: 13 Nights / 14 Days
Places Covered: Delhi - Mandawa - Bikaner - Jaisalmer - Jodhpur - Udaipur - Ajmer - Pushkar - Jaipur - Agra - Delhi

Day 01: Departure from the Country

Delhi Taj HotelDay 02: Abroad - Delhi
Transfer to hotel. Morning tour of Delhi visiting Raj Ghat and Shanti Vana - the cremation sites of Mahatma Gandhi and Jawaharlal Nehru, Jama Masjid and drive past Red Fort and Chandni Chowk.

Afternoon visit Qutub Minar built by Qutub-ud-Din Aibek in 1199, Humayun's Tomb, India Gate (War Memorial Arch), Lakshminarayan Temple - a modern Hindu Temple. Also drive past President's House, Parliament House, Government Secretariat Buildings and Connaught Place shopping centre. Overnight Delhi.

Day 03: Mandawa
Rest of the day visit the Shekhavati villages of Dundlod, Mandawa, etc. Mandawa was founded in 1755 by Thakur Nawal Singh and is still the home of his descendants. Mandawa houses a collection of armories, costumes of ancestors, canons from 1820, ancient coins, numismatic collection and many other interesting items preserved in a museum. The whole area of Shekhavati has beautiful frescoes, havelis & mansions and is called the open air gallery. Overnight Mandawa.

Day 04: Bikaner
Afternoon tour of this desert city. Bikaner is bolstered by imposing walls and has a 16th century fort housing old palaces, temples and a mosque. Founded by Raja Rai Singh, the fort is distinguished by its long range of 37 pavilions, a line of balconies and aerial windows of varying designs. An enormous arched doorway leads to the Joramal Temple. The royal chapel is Har Mandir where royal weddings and births were once celebrated. Overnight Bikaner.

Jaisalmer City TourDay 05: Jaisalmer
Rest of the day at leisure. Overnight Jaisalmer.

Day 06: Jaisalmer
Morning visit Jaisalmer. Visit the Fort, bazzars and the old mansions known as "havelis". People still live in these ancient buildings dating from 12th to 15th century. Every house has exquisite carvings and filigreed work. Overnight Jaisalmer.

Day 07: Jodhpur
Morning drive to Jodhpur.
Afternoon visit the Meharangarh Fort, situated on a low sandstone Hill, including Moti-Mahal and Phool Mahal. Also visit Jaswant Thada, an imposing Marble Memorium built in 1899 and the museum located in the Umaid Public Gardens. Overnight Jodhpur.

Day 08: Udaipur
Morning drive to Udaipur visiting Ranakpur Temples enroute. Ranakpur - 98 kms from Udaipur, the Jain Temples built in the 15th century are situated in the lovely valley of the Aravali. Its surrounding is quiet and picturesque. Ranakpur has grand structures and beautiful sculpture. There are 1444 pillars in the temple and none of them are similar. The magic of light & shade is really awe inspiring. Surya Temple and other Jain Temples are side attractions. Overnight Udaipur.

Day 09: Udaipur
Morning tour of Udaipur. Visit the City Palace, Jagdish Temple, drive around Fatehsagar Lake, Sahelion ki bari (Queen's resort for her friends) and Bhartiya Lok Kala Mandir (Folk art museum). Afternoon free. Overnight Udaipur.

Rajasthan Women, Pushkar FairDay 10: Ajmer - Pushkar
Drive to Ajmer/Pushkar. Afternoon visit the Tomb of the Sufi Saint, Khwaja Moinuddin Chisti, the Dargah Sharif. The city was founded by the Chauhan ruler, Aiaipal, during the 11th century & is dominated by the Taragarh Fort built by Prithviraj Chauhan. In Pushkar, visit the holy Lake and also the famous Brahma Temple. Pushkar is one of the holiest places for Hindus. Overnight Pushkar.

Day 11: Jaipur
Morning drive to Jaipur. In Jaipur visit the Amber Fort - the ancient capital of the State. Visit the Sheesh Mahal or the Hall of Victory glittering with mirrors.
Afternoon tour of Jaipur. Jaipur - the capital of Rajasthan was given a colour coat of pink a century ago in honour of a visiting Prince. Built by Maharaja Jai Singh, the notable astronomer, this city is 260 years old. Visit Maharaja's City Palace, the Observatory & Ram Niwas Gardens. Drive past Hawa Mahal & through the pink rose residential & business areas. Overnight Jaipur.

Day 12: Agra
Drive to Agra visiting Fatehpur Sikri enroute. Fatehpur Sikri is 40 kms from Agra and built by Emperor Akbar in 1569 and abandoned after 15 years due to scarcity of water. See the graceful buildings including the Jama Masjid, Tomb of Salim Chisti, Panch Mahal and other Palaces. Overnight Agra.
Afternoon visit the world famous Taj Mahal built by the Moghul Emperor Shahjehan in 1630 for his Queen Mumtaz Mahal to enshrine her mortal remains. Later visit the Agra Fort containing the Pearl Mosque, the Halls of Public and Private Audience. Also visit the Tomb of Itmad-ud-Daullah built by Empress Noorjehan in memory of her father.

Day 13: Delhi
Drive to Delhi. Overnight Delhi.

Day 14: Abroad
Transfer to the airport to board flight for onward journey.

Rajasthan Desert Tour

Duration: 09 Nights / 10 Days
Places Covered: Delhi - Agra - Jaipur - Jodhpur - Udaipur - Pushkar - Sariska - Delhi

Taj View, Taj Mahal TourDay 01: Arrive Delhi
Arrive at Delhi International airport where you will be met by our representative for being transfered to the hotel for an overnight stay.

Day 02: Delhi - Agra
Morning combined sightseeing of Old & New Delhi. Thereafter drive to Agra (203 kms), check into the hotel. Late afternoon visit the Taj Mahal - Overnight at hotel.

Day 03: Agra - Jaipur
Drive to Jaipur enroute visiting Red Fort. Later commence drive to Jaipur enroute visiting Fatehpur Sikri - the deserted capital of Emperor Akbar. Continue driving to Jaipur. On arrival check into the hotel for overnight stay.

Day 04: Jaipur
After breakfast excursion to Amber Fort where elephant ride is provided to ascend the hill on top of which this magnificent Fort is built. Sightseeing tour of Jaipur city in the afternoon. Overnight at the hotel.

Day 05: Jaipur - Jodhpur
Morning drive to Jodhpur (290 kms) - check into the hotel. Late afternoon tour of Jodhpur - with a visit to Meherangarh Fort - one of the most impressive and formidable in the whole of fort - studded Rajasthan. Also visit Jaswant Thada - the Royal Cenotaphs. Overnight at hotel.

Jain Temple, RanakpurDay 06: Jodhpur - Udaipur
Morning drive to Udaipur (260 kms), enroute visit Ranakpur known for its 15th century Jain Temples. The most distinctive features are the 29 halls supported by 1444 pillars, of which no two are exactly alike. Thereafter continue drive to Udaipur, check into the hotel. Late afternoon enjoy a boat cruise on Lake Pichola. Overnight at hotel

Day 07: Udaipur - Pushkar
Morning tour of Udaipur, one of India's most romantic cities and famed for its lovely palaces and lakes. Begin by visiting the City Palace. Later visit the Garden of Maidens "Sahelion-ki-bari'. Afternoon drive to Pushkar (280 kms), check into the hotel. Overnight at hotel.

Day 08: Pushkar - Sariska
Morning city tour of Pushkar - Visit the most famous Brahma Temple, said to be only temple in the world dedicated to this deity. Later drive to Sariska (220 kms), check into hotel. Overnight at hotel.

Day 09: Sariska - Delhi
Early morning exciting jeep safari into the Sariska sanctuary to view wildlife. Late morning drive to Delhi (180 kms). Upon arrival in Delhi - freshen up at hotel. Later transfer to airport.

Day 10: Delhi - Abroad
Transfer to International Airport for Onward Journey.